Cruelty-Free Chronicles: Tenny Minassian Of Vegan Coach Tenny On Top Brands Redefining Ethical Animal Practices in Their Industries
An Interview With Wanda Malhotra
Focus on the positive — we can share why there is a need to shift from cruel practices, but make sure to highlight the positive steps your brand is taking to make that change in the industry.
The movement towards cruelty-free and ethical practices concerning animals is gaining substantial momentum. From cosmetics to fashion and beyond, brands are recognizing the significance of adopting animal-friendly approaches not just as a marketing ploy, but as an integral part of their corporate ethos. This evolution speaks to a broader societal shift, one that places emphasis on kindness, sustainability, and responsible consumerism. As a part of this series, I had the distinct pleasure of interviewing Tenny Minassian.
Coach Tenny Minassian is a vegan lifestyle coach and business consultant, with certifications in plant-based nutrition and plant-based cooking. She is passionate about helping people and animals and guides people through their transition to a vegan lifestyle or a plant-based diet, while donating a portion of proceeds to non-profit organizations. Visit vegancoachtenny.com to start your journey today.
Thank you so much for joining us! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’?
I didn’t realize it at the time, but I started my journey toward becoming a Vegan Lifestyle Coach during the pandemic. I signed up for a new online plant-based culinary course in May 2020 and it kept me busy during those early days of COVID. I was working full-time in social media management and spending the rest of my time completing this course. Like most people during the pandemic, I began really thinking about what truly fulfilled me and if I was happy in life. That eventually lead to taking a plant-based nutrition course which then sparked the idea to help others on their journey.
Can you share with us the most interesting story from your career? Can you tell us what lessons or ‘takeaways’ you learned from that?
So far it’s just been interesting meeting people from different, overlapping spaces. For example, in the vegan movement I’m meeting people focused on health and wellness, the environment, worker protections, and animal liberation, just to name a few topics. It’s great to be able to learn from each other and carry what we’ve learned into our own specific space.
You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
The most important thing is to believe in your vision while being consistent and persistent. Have the confidence to know that you’re on this journey for an important reason and the world needs to hear from you, but also be humble enough to continue learning from others. I make sure to always listen to inspiring podcasts, attend events in the vegan and plant-based space, and read books and articles to stay up-to-date on the latest news and research.
Are you working on any exciting new projects now? How do you think that might help people?
In addition to coaching, I’m also a writer. I’m working on several different projects but I just self-published my first children’s book, Lucy Goes to The Gentle Barn. It’s based on a true story about my dog Lucy and I visiting an animal sanctuary. I hope it inspires people, especially kids, to see our similarities rather than differences. It’s important that I’m spreading compassion and kindness in my work. I’m also working on a cookbook, veganizing all the recipes I grew up with. I want people to know that you don’t have to give up your cultural food to go vegan.
Ok, thank you for all that. Now let’s shift to the main focus of our interview. To begin, can you tell our readers a bit about why you are an authority on the topic of ethical animal practices? What inspired the decision to make your brand cruelty-free, and how does it align with your broader brand mission?
The goal of my coaching business is to help people who want to make a significant lifestyle change. This could be going vegan, eating plant-based, or adding vegan options in their business. I speak about the importance of cruelty-free products and help clients identify them. This is important to me because animal testing is extremely cruel and also unnecessary — there are other scientific ways to make sure products are safe for human consumption. People get confused about labels which is why I emphasize the difference between a vegan label and cruelty-free label. Consumers need to know these definitions so they can follow their values and make the most compassionate choice.
How would you describe the current state of ethical animal practices in your industry, and what sets your brand apart?
When it comes to coaching, I mostly see people focused on weight-loss, fitness, or health. While these might be relevant and helpful to some clients, others may be looking for more tangible steps to make a lifestyle change and that includes understanding why animal agriculture and animal testing are harmful to not only animals but also humans and the environment. That’s why I focus on a more holistic approach.
Can you explain the process of obtaining cruelty-free certifications? Are there specific standards or benchmarks you adhere to?
There are different organizations that award the cruelty-free label. For example, PETA has their Cruelty-free and Vegan logo, and the Coalition for Consumer Information on Cosmetics has their famous leaping bunny certification which we often see on cosmetics and personal hygiene products. Companies would have to apply for a certification, either free of charge or for a fee, and are usually also charged a one-time fee for use of the logo. I caution clients to be careful with unofficial logos and labels, like just having the words Cruelty-Free listed on the product. Certifications make it easy for consumers who want to make more ethical choices.
What are the challenges faced when ensuring every step of your supply chain adheres to cruelty-free practices?
This is an important point because there are brands who are entirely cruelty-free, including all ingredients used, and then there are brands with only some cruelty-free products. There is also the issue of a brand having items tested in other countries. So consumers need to make a decision about not only supporting cruelty-free on a product level, but also on a brand level.
In the absence of animal testing, what innovative methods does your brand employ to ensure product safety and efficacy?
Companies can use a variety of other methods that are not only kinder, because they don’t involve animal testing, but are often quicker, more effective, and more affordable. There is a combination of testing on cells, new technology, and volunteer human studies. Cruelty-free international is a great resource that I send to clients to learn more.
Beyond being cruelty-free, how does your brand incorporate other ethical considerations, such as sustainability or fair trade, into its operations?
Often times people hear the words cruelty-free and there is some push back because there are still brands out there involved in other cruel practices, such as exploiting workers for example. This is why it is important for consumers to be educated on other aspects like fair trade labels, workers’ rights, etc.
Based on your research or experience, can you please share your “5 Ways That Brands Can Redefine Ethical Animal Practices in Their Industries”?
1. Tell a good, relatable story — people want to know why they should buy from you, and the way you present that info is key.
2. Focus on the positive — we can share why there is a need to shift from cruel practices, but make sure to highlight the positive steps your brand is taking to make that change in the industry.
3. Be unique — look for items or ingredients that you can make cruelty-free, especially if consumers find those hard to find.
4. Pay attention to the details — it is important that not just the product but all the ingredients are not tested on animals, and not derived from animals or animal by-products
5. Partner with like-minded brands — build a community to help keep this going.
How do you envision the future of cruelty-free practices in your industry? Are there any trends or shifts you anticipate?
I hope to see all brands using the cruelty-free labels. This makes it easier for consumers to make the most ethical decisions.
For brands looking to transition to cruelty-free practices, what advice would you offer? Are there any resources or tools you’d recommend?
It is best to know what consumers are looking for and find a way to give that to them, while still remaining cruelty-free. Look up brands that are already certified to learn about how they crafted their brands.
You are a person of enormous influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)
I think it is important to focus on compassion, especially from a young age. I want to make sure students have healthy, plant-based options in schools too. My focus would be on transforming the food industry to eliminate waste and make access to healthy, affordable options possible for everyone.
What is the best way for our readers to continue to follow your work online?
Follow me on social media @VeganCoachTenny and visit my website at vegancoachtenny.com. You can sign up for my newsletter there.
This was very inspiring. Thank you so much for the time you spent on this. We wish you only continued success.
About the Interviewer: Wanda Malhotra is a wellness entrepreneur, lifestyle journalist, and the CEO of Crunchy Mama Box, a mission-driven platform promoting conscious living. CMB empowers individuals with educational resources and vetted products to help them make informed choices. Passionate about social causes like environmental preservation and animal welfare, Wanda writes about clean beauty, wellness, nutrition, social impact and sustainability, simplifying wellness with curated resources. Join Wanda and the Crunchy Mama Box community in embracing a healthier, more sustainable lifestyle at CrunchyMamaBox.com.
